You won't absorb the full awesome-osity of that sparing description (and choice of geography) until you see the creative. The one at left says, "A roaring fire. A bottle of wine. A barn full of sheep." (Dude ... ew. But also, HA!)

Text is followed by a solitary image of an old-school stove and the brand name.

The others subscribe to the same format, with flannel and anti-eco haterade tossed on for good measure. (Part of what makes this campaign funny -- aside from its total offensiveness -- is that the wood-burning stoves are supposed to be environmentally friendly.)

See:

o "I got a thank you note from GREENPEACE. It made for good kindling."
o "My wife says we've gone green. I think my daddy died of that."

The ads are probably targeting upper-income couples from the south. Empty-nesters buying retirement homes in the mountains. And I think it's pretty obvious that the ads are poking fun at the green movement, while also (arguably) joining the green movement.